As a designer, one of my biggest fears is getting tunnel vision. So how do I ensure I am up to date on current design trends? Look. At. Everything. I mean everything! I take time out of every day to read or look over at least one thing that gives me insight into current branding, design, font or logo trends in the world. It helps influence my daily design and keep me on my toes. It’s easy to fall into a rut—especially when you work in-house.
Let me share a few resources that have helped me track trends so far in 2019.
Adweek is an amazing source of news and insight across platforms including print, digital, events, podcasts, social media and so on. I have a BFA in advertising design, and I love reading about how to create meaningful brands. I need this kind of content to help me do my job better. Adweek’s recent article on branding pointed out some really key points we need to remember at USGBC for 2019:
“…brands need to accomplish three things: delivering the products and services they say they’re going to deliver, improving people’s lives and playing a role in society.”
99 Designs is a global creative platform that makes it easy for designers and clients to collaborate and connect. It’s a great resource for quick reads about current design trends. “10 Creative Branding Trends for 2019” talks about how to present yourself as a brand and effectively use branding trends. I pulled out a few main trends to remember as we take USGBC forward this year:
The branding trends for 2019 divert into two definitive and opposing paths, “futuristic” and “nostalgic,” and consumers use these trends as signals to determine which side your company falls into.
Serifs—those little tags at the end of letter strokes—have been a big “no-no” for modern, minimalist branding in the past. But they’re making a comeback in 2019, perhaps because of a return of old-fashioned styles, but mainly due to their unique ability to communicate a brand’s personality.
Minimalism: even less details, even more negative space, combined with flashy colors and bold typography, etc.
Pentagram is the world’s largest independently owned design studio. Their work includes graphics and identity, architecture and interiors, products and packaging, exhibitions and installations, websites and digital experiences, and advertising and communications. Pentagram is a fantastic source of current design, and it comes from all 23 partners. I recently looked at an environmental digital installation in Bangkok that can help influence our presence at conferences and events.
As designers, we have a responsibility to see what else is out there. It’s how we do our job better. Picasso once said that “good artists borrow, great artists steal,” and I think that’s something to remember. Looking at current trends should influence your work. You shouldn’t actually be stealing designs, but it’s important to focus on where design is moving, so you aren’t left behind.
Being a meaningful brand can seem like a daunting task, but by looking at everything around you and reading varying perspectives on trends, you can educate yourself to avoid tunnel vision.